Following Apple’s WWDC, iPhone users can now choose Claude as one of the built-in assistant options. The capability story is incremental; the distribution story is not. Being one tap away on the device in your pocket is worth more than any benchmark.
South Africa is overwhelmingly mobile-first. For millions, the phone is the primary — often only — computer. Default placement on the dominant premium handset changes who actually gets used.
What this means
Distribution is becoming the real battleground. The assistant most people use won’t be the cleverest one; it’ll be the one already sitting on the home screen.
South African context
As always, mind what you hand a cloud assistant. POPIA obligations don’t pause because the tool is convenient and on your phone.
